C در بازاریابی

C

Call frequency the frequency with which a salesperson calls on a customer

Campaign usually refers to a planned marketing or advertising activity designed to achieve certain commercial objectives

Campaign objectives goals set by an organization in terms of e.g. sales, profits, customers won or retained or awareness creation

Cannibalization a situation where a new brandgains sales at the expense of another of the company's brands

Cash cows high-share products in low-growth markets

Catalogue marketing the sale of products through catalogues distributed to agents and customers, usually by mail or at stores

Catalogue stores retail outlets promoting their products through catalogues which are either posted or are available in the store for customers to take home

Category killer retail outlets with a narrow product focus but with an unusually wide breadth and depth to that product range, for example Toys' 51' s

Category management the management of brands in a group, portfolio or category with specific emphasis on the retail trade's requirements

Cause-related marketing the commercial activity by which businesses and charities or causes form a partnership with each other to market an image, good or service for mutual benefit

Centralization in international marketing it is the global integration of international operations

Change master a person who develops an implementation strategy to drive through organizational change

Channel integration the way in which the players in the channel are linked together

Channel intermediaries organizations which facilitate the distribution of products to customers

Channel of distribution the means by which products are moved from the producer to the ultimate consumer.

Channel strategy the selection of the most effective distribution channel, the most appropriate level of distribution intensity and the degree of channel integration.

Choice criteria the various attributes (and benefits) people use when evaluating products and services.

Classical conditioning the process of using an established relationship between a stimulus and a response to cause the learning of the same response to a different stimulus.

Coercive power power inherent in the ability to punish.

Cognitive dissonance post-purchase concerns of a consumer arising from

uncertainty as to whether a decision to purchase was the correct one.

Cognitive learning the learning of knowledge and development of beliefs and attitudes without direct reinforcement

Commission a method of payment based on the achievement of sales results and usually expressed as a percentage of the value sold.

Communications mix advertising, personal selling, sales promotion and publicity, public relations and direct marketing.

Compensation a form of exchange where payment involves using both goods and cash.

Competencies the skills and resources which a company has.

Competitive advantage the attempt to achieve superior performance through

differentiation to provide superior customer value or by managing to achieve lowest delivered cost.

Competitive behaviour the activities of rival companies with respect to each other. It can take five forms: conflict, competition, coexistence, cooperation and collusion.

Competitive bidding drawing up detailed specifications for a product and putting the contract out for tender.

Competitive scope the breadth of a company's competitive challenge, e.g. broad or narrow.

Competitive strategy the strategy a firm adopts in relation to the competition

Competitor analysis an examination of the nature of actual and potential competitors and their objectives and strategies.

Competitor audit a precise analysis of competitor strengths and weaknesses,

objectives and strategies.

Competitor targets the organizations against which a company chooses to compete directly.

Concept testing testing new product ideas with potential customers.

Concession analysis the evaluation of things that can be offered to someone in negotiation valued from the viewpoint of the receiver.

Concession close an attempt to convince an indecisive buyer to close a deal by offering a concession, e.g. a discount.

Consultative selling working with customers to discover their needs and work out an acceptable business solution.

Consumer behaviour the reasons why customers buy, their choice criteria, when, how and where they buy.

Consumer decision-making process the stages a consumer goes through when buying something, namely, problem awareness, information search, evaluation of alternatives, purchase and post-purchase evaluation.

Consumer panel data a type of continuous research where information is provided by household consumers on their purchases over time.

Consumer pull the targeting of consumers with communications (e.g. promotions) designed to create demand that will pull the product into the distribution chain

Continuous research repeated interviewing of the same sample of people

Contractual joint venture two or more companies form a partnership but no joint enterprise with a separate identity are formed.

Contractual vertical marketing system a franchise arrangement (e.g. a franchise) tying producers and resellers together.

Control the stage in the marketing planning process or cycle when the performance against plan is monitored so that corrective action, if necessary, can be taken.

Convenience stores retail outlets offering customers the convenience of close location and long opening hours every day of the week.

Core competencies the principal distinctive capabilities possessed by a company-what it is really good at.

Core strategy the means of achieving marketing objectives, including target

markets, competitor targets and competitive advantage.

Corporate goals the overall objectives of an entire organization.

Corporate identity the ethos, aims and values of an organization, presenting a sense of its individuality which helps to differentiate it from its competitors.

Corporate plan a document which contains the strategy for the corporate entity usually for a one-year time horizon.

Corporate vertical marketing system a channel situation where an organization gains control of distribution through ownership.

Cost analysis the calculation of direct and fixed costs and their allocation to products, customers and/or distribution channels.

Cost focus strategy with this strategy a firm seeks a cost advantage with one or a small number of segments.

Cost leadership the achievement of the lowest cost position in an industry, serving many segments.

Counteroffensive defence a counterattack that takes the form of a head-on

counterattack, an attack on the attacker's cash cow or an encirclement of the attacker.

Counterpurchase the seller agrees to sell a product to a buyer and receives cash, subject to the seller buying goods from the buyer for all or part of the original amount.

Countertrade a method of exchange where not all transactions are concluded in cash; goods may be included as part of the asking price.

Country of origin the country in which a product is substantially manufactured.

Convert power play the use of disguised forms of power tactics.

Credit scoring a system used by financial service and mail order companies to help predict credit or loan default rates based on customer profiles

Credit terms the basis (usually the number of days delay in payment) on which goods are released to the customer before payment is received

Critical success factors those factors which an organization needs to control if it is to succeed.

Cross-selling persuading an existing customer to buy another product from the company.

Cultural distance the degree to which norms and values or working methods between two companies differ because of their separate national characteristics.

Culture the traditions, taboos, values, and basic attitudes of the whole society in which an individual lives.

Custom targeting treating each customer as a separate segment.

Customer analysis a survey of who the customers are, what choice criteria they use, how they rate competitive offerings and on what variables they can be segmented.

Customer benefits those things that a customer values in a product. Customer

benefits derive from product features.

Customer database a system which records details about the organization's customers.

Customer satisfaction the fulfilment of customers' requirements or needs.

Customer satisfaction measurement a process through which customer satisfaction criteria are set, customers are surveyed and the results interpreted in order to establish the level of customer satisfaction with the organization's product.

Customer value perceived benefits minus perceived sacrifice.

Customized marketing the market coverage strategy where a company decides to target individual customers and develops separate marketing mixes for each.